Take a moment to glance at your inbox. How many unread messages do you have? How many s have you received today? And yesterday?

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2 Take a moment to glance at your inbox. How many unread messages do you have? How many s have you received today? And yesterday? If the numbers raise your eyebrows, rest assured you re not alone. Recent data from Return Path says that the typical subscriber receives an average 413 s per month. 1 Suffice it to say that these days, your consumer s inbox is a very busy place. According to a recent Salesforce Marketing Cloud SUBSCRIBERS, FANS, & FOLLOWERS report, 77% of consumers say they prefer to receive permission-based marketing communication via more than any other channel. 2 As fast-evolving technology continues to propel our everyday lives into hyperdrive, it s no wonder consumers continue to favor the agility and convenience of . And with the added prevalence of mobile devices, they re now able to take their anywhere their inbox always within arm s reach. All of this is actually great news for marketers. As the consumer inbox gets busier, your customers will seek more meaningful engagements in . They ll pay closer attention to brands that bring rich and delightful experiences to their inboxes, while bypassing those that don t. (Check out our Swipe File for our favorite s of 2014.) 3 It s the brands that get to know their recipients those that personalize their messaging and engage customers at all the right times that will continue to be welcomed through the door Rethink Earn a Place in Your Customer s Inbox with Personalization

3 At Salesforce, we recognize this growing opportunity to more meaningfully connect with customers. It s why for well over a decade, we ve continued to innovate for our users, empowering them with cutting-edge marketing tools that build customer relationships and drive real business results. We ve helped consumer-centric brands around the world. Break down customer data barriers within organizational business units. Provide access to relevant, timely customer activity and information. Automate customer personalization strategies with targeted content. Implement our cross-channel, scalable marketing platform. And throughout our years of experience, we ve learned that the quest to capture your customer s affection is not a race to the finish line, but rather an ongoing journey one that spans across numerous customer touchpoints and channels, especially that of . exacttarget.com 3

4 Much like your customers are on a journey with your brand, we can guide you along a journey with Marketing Cloud. It s why we ve built our tools to scale and accommodate your brand s unique progression along the marketing lifecycle. As your marketing goals advance, you can continue to leverage our same familiar platform throughout the life of your business, while systematically implementing our succession of innovative tools as you grow. This e-book will address personalization. Take your promotional messaging to the next level by getting to know who your customers are and engaging them with targeted, highly relevant messaging. Perhaps now more than ever, your brand must engage customers through , at least at a basic level. Promotional outreach like monthly newsletters, event invitations, and announcements are all great ways to stay engaged with your customers inbox, and in Salesforce Marketing Cloud makes this easy with features like drag-and-drop content creation, collaboration tools, and approvals. But, today s customers are deeply connected with their , and it s up to you to go even further with meaningful content they expect. 4 Rethink Earn a Place in Your Customer s Inbox with Personalization

5 How will you rethink ? 5 Rethink Earn a Place in Your Customer s Inbox with Personalization exacttarget.com 5

6 Product-as-Hero Feature: Screenshot of Dynamic Content in SFMC Dynamic Content Dynamic content is much more than just addressing a user by name; it s targeting your content to your subscribers based on their interests, profile, or demographic information. Create content that resonates with each and every individual user to drive more engagement. 6 Rethink Earn a Place in Your Customer s Inbox with Personalization

7 PERSONALIZATION Getting to know who your customers are. Personalization is an excellent first step along our marketing succession. Turn your broad, promotional-based messaging into targeted, relevant messaging for your customers. We ve known for years that personalized s perform better than generic ones. Research tells us that personalized subject lines are 22% more likely to be opened. 1 This is the type of engagement that consumers have come to expect from their favorite brands, yet 38% of marketers today do not use personalization according to the Econsultancy Conversion Rate Optimization Report And for those who are experimenting with personalized messaging, simply targeting subject lines only scratches the surface of true personalization. Consumers are looking for more meaningful engagement, which requires a deep knowledge of their demographics and interests. How you collect customer data, organize it, and use it is vital to your success in building these close customer relationships. As you gather more and more information about your customers as individuals, you can gradually build profiles for them that articulate their likes and dislikes. It s why Marketing Cloud offers data management tools that help you gather and visualize highly relevant data about customer activity from any source, all in one easy-to-use location on our platform. We call it the single view of the customer, and it s essential to getting to know your customers as individuals, rather than simple subscribers. With Marketing Cloud, personalization is about so much more than merely inserting subscribers names into the To field Start engaging customers using deeper characteristics like age, gender, and location to increase the performance of your contact lists and reduce opt-outs of your campaigns. Or take personalization even further with our dynamic content tools. With dynamic content, you can display different content to different subscribers at send-time according to specific customer attributes you previously defined. So you can ensure each of your customers receive only brand messaging that s most relevant and personal to them. Personalization in Marketing Cloud allows you to begin crystallizing the relationship between your brand and your customers. As your engagement with each of them becomes more meaningful, you ll see their love for your products and services extend into an affinity for your brand. of companies say they 90 % experienced uplift in conversions when personalizing s exacttarget.com 7

8 FEATURED CASE STUDY Challenge Started as a family-owned shop in the late 1800s, Von Maur has grown to 30 stores across the US in addition to a dedicated e-commerce division. Despite the company s expansive growth, Von Maur has always maintained a passion for providing above and beyond service to all customers, whether in-store or online. This is evident in the company s highly personalized e-marketing campaigns that are created in-house to maintain the personal Von Maur touch and customers take notice. Highly personalized communications require highly sophisticated software that s also easy to use. With a cumbersome interface and a goal to drive customer engagement and online sales, it s no surprise that Von Maur quickly outgrew their internal software solution. In 2011, the company turned to Marketing Cloud for help. We needed a sophisticated system that could keep up with a quickly changing marketing world that s why we chose Marketing Cloud, says Trista Peterson, E-Marketing Manager at Von Maur. We needed a sophisticated system that could keep up with a quickly changing marketing world that s why we chose Marketing Cloud. Trista Peterson E-Marketing Manager, Von Maur 8 Rethink Earn a Place in Your Customer s Inbox with Personalization

9 Solution Since partnering with Marketing Cloud, Von Maur has greatly improved their customer engagement through digital channels. The company s Markdown Wednesday and Shop Thursday s are successful campaigns that remind customers on the day that further markdowns are taken, and give them a preview of limited-quantity items. Customers look forward to seeing new specials each week, and Markdown Wednesday is one of the company s bestperforming s. These campaigns have significantly increased the company s website traffic and online sales, not to mention helping build loyal customers. Von Maur uses Marketing Cloud s dynamic content feature to easily personalize content such as events at local stores, new store openings, and company news and relevant content translates to strong open rates. Using Marketing Cloud s social tools, Von Maur continues their exceptional service with custom Facebook tabs that promote contests, vendor launches, and new products. The company s social followers are highly engaged, which requires Von Maur s social team to monitor activity closely. Additionally, social tools have allowed Von Maur to interact with customers not located in the Midwest near a brick-andmortar store. A favorite feature of Von Maur is Smart Capture, which allows the company to create forms on Facebook for customers to sign up to receive s. Once a customer submits an address, that information is automatically plugged into Marketing Cloud for future campaigns. Key lessons from an iconic brand. Von Maur Customer Relations Manager, Emily Mann, says, With Marketing Cloud, we re able to reach customers with relevant suggestions, promote store events, and build brand loyalists. exacttarget.com 9

10 As your subscribers continue to scrutinize their traffic, as their expectations grow and technology soars, the time to rethink is now. No matter where your brand is in its marketing lifecycle, Marketing Cloud can help you rethink your campaign strategies and take your customer engagement to the next level. Over the last 14 years, we ve built the most As a recent 2014 report from The Radicati for reasons like this that our offerings trusted and reliable platform in the Group points out, while there is an increasing can be integrated and extended to the various industry one that s leveraged by thousands number of consumer accounts and other channels we support, allowing for a of customers to create, send, and track their users, subscribers are also opting for other single view of your customers and the creation most robust campaigns. But at Salesforce, we communication forms like social networking of 1-to-1 seamless experiences. also know that is just one touchpoint sites, instant messaging, mobile instant along a vast cross-channel customer journey. messaging, and SMS/text messaging.1 It s Rethink Earn a Place in Your Customer s Inbox with Personalization

11 Marketing Cloud is part of a CustomerSuccess Platform for managing 1-to-1 personal journeys throughout the entire customer lifecycle from prospect, to valued customer, to brand advocate. Only Salesforce connects Marketing Cloud, Sales Cloud, and Service Cloud together, along with analytics, communities, and apps, for a seamless experience that delights your customers at every step on their journey. Our cross-channel marketing offerings include: From basic marketing solutions to sophisticated programs that scale for the largest brands. Mobile Engage with customers at their fingertips, increase app engagement, and drive mobile commerce with SMS, MMS, and push solutions. Social Gain insights about social conversations, reach your audience with relevant content, and create branded social experiences with social media listening and publishing offerings. Ads Create highly effective social advertising campaigns that drive real business results from your ad spend. Web Gather real-time data around customer preferences and purchase habits, then act on that data to increase conversions and order values all while building loyalty. Campaign Management & Automation Create and automate robust campaigns across channels and devices that optimize 1-to-1 interactions at every touchpoint in the customer journey. To start planning journeys for your customers, contact your Salesforce Business Development Representative today, or view our demo to learn more at salesforce.com/marketing-cloud. exacttarget.com 11

12 THE CUSTOMER SUCCESS PLATFORM